Tonny Kerley de Alencar Rodrigues, Lísia Maria Monteiro Ferreira
{"title":"After the fashion passes, my identification remains! Consumption patterns and identity construction of homoaffective clothing","authors":"Tonny Kerley de Alencar Rodrigues, Lísia Maria Monteiro Ferreira","doi":"10.15640/jmm.v9n1a4","DOIUrl":"https://doi.org/10.15640/jmm.v9n1a4","url":null,"abstract":"","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"73 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"127389065","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
: This research aims to describe a digital marketing strategy elaborated to be deployed in the Marcheluzzo Srl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the company, documents provided by the organization and internet sources. Finally, the proposal digital marketing strategy was validated through a prediction model using machine-learning system via Python and its tools. The result of the prediction model was addressed and analyzed based on linear regression and correlation matrix methods confirming the efficacy of the proposal strategy, consequently the reliability of the prediction model. (2012). Research areas of interest: a) Marketing, Social Marketing and Digital Marketing; b) People Management, Internationalization of People and Transcultural Human Resources Management.
{"title":"A Proposal Digital Marketing Strategy for MarcheluzzoSrl: Training and Evaluating a Prediction Model for the Number of Adv. Impressions","authors":"Charles Alves de Castro","doi":"10.15640/jmm.v8n1a7","DOIUrl":"https://doi.org/10.15640/jmm.v8n1a7","url":null,"abstract":": This research aims to describe a digital marketing strategy elaborated to be deployed in the Marcheluzzo Srl Company located in Italy. In addition, it intends to give a wide range of information to the company about its customers, target, competitors, market, digital marketing strategy, and potential recommendations. It is also important to highlight that this strategy is focused on the Brazilian market. Most of the information collected for the situational analysis and many other components for this research were gathered through the author`s perception during his internship in the company. The methodology includes secondary data collected through field observation in the company, documents provided by the organization and internet sources. Finally, the proposal digital marketing strategy was validated through a prediction model using machine-learning system via Python and its tools. The result of the prediction model was addressed and analyzed based on linear regression and correlation matrix methods confirming the efficacy of the proposal strategy, consequently the reliability of the prediction model. (2012). Research areas of interest: a) Marketing, Social Marketing and Digital Marketing; b) People Management, Internationalization of People and Transcultural Human Resources Management.","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"242 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"114453311","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Karine de Jesus Rodrigues Santana, Victor Silva, M. Pimenta
{"title":"The Use of Social Networks by Informal Entrepreneurial Women: An Exploratory Study in Uberlândia-MG, Brazil","authors":"Karine de Jesus Rodrigues Santana, Victor Silva, M. Pimenta","doi":"10.15640/jmm.v9n1a2","DOIUrl":"https://doi.org/10.15640/jmm.v9n1a2","url":null,"abstract":"","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"38 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"132868765","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Rey James B. Roxas, D. Patimo, Eugene C. Calumba, Francis C. Toleza, Florabel C. Canaman
Guerilla marketing focuses on innovative, low-campaign tactics. Time, energy and ingenuity are essential necessities and not resources. Sales may not be the main indicator of market performance, but rather the calculation of income. The entire study was conducted for the duration of 6 months in Calbayog City where most Small and Medium Enterprises (SMEs) are located at present. Descriptive assessment method of research was used in this study to determine the guerilla marketing practices of SMEs in Calbayog City. Researchers used percentage sampling in determining the respondents, wherein the researchers acquired the total number of SMEs owners and employees through the Department of Trade and Industries (DTI). Findings show that small and medium enterprises in Calbayog City maintain only 20 and below employees in their respective organizations which made these establishments be categorized as SMEs based on the criterion as to number of employees. Data revealed that SMEs in Calbayog City were rarely aware of practices in guerilla marketing. The researchers found that the most encountered problem is the tension among authorities in implementing guerilla marketing.
{"title":"Guerilla Marketing Practices of Small and Medium Enterprises: A Case of Calbayog City, Philippines","authors":"Rey James B. Roxas, D. Patimo, Eugene C. Calumba, Francis C. Toleza, Florabel C. Canaman","doi":"10.15640/jmm.v8n1a6","DOIUrl":"https://doi.org/10.15640/jmm.v8n1a6","url":null,"abstract":"Guerilla marketing focuses on innovative, low-campaign tactics. Time, energy and ingenuity are essential necessities and not resources. Sales may not be the main indicator of market performance, but rather the calculation of income. The entire study was conducted for the duration of 6 months in Calbayog City where most Small and Medium Enterprises (SMEs) are located at present. Descriptive assessment method of research was used in this study to determine the guerilla marketing practices of SMEs in Calbayog City. Researchers used percentage sampling in determining the respondents, wherein the researchers acquired the total number of SMEs owners and employees through the Department of Trade and Industries (DTI). Findings show that small and medium enterprises in Calbayog City maintain only 20 and below employees in their respective organizations which made these establishments be categorized as SMEs based on the criterion as to number of employees. Data revealed that SMEs in Calbayog City were rarely aware of practices in guerilla marketing. The researchers found that the most encountered problem is the tension among authorities in implementing guerilla marketing.","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"62 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"123310896","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"Significance of Regenerative Biologics Marketing in the Evolving Healthcare Landscape","authors":"N. Renu","doi":"10.15640/jmm.v9n2a6","DOIUrl":"https://doi.org/10.15640/jmm.v9n2a6","url":null,"abstract":"","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"41 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"125666162","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
{"title":"The Use of E-Marketing and Innovation as a Means to Achieve Business Success: A Study in the Microenterprises of the Textile Sector of Aguascalientes.","authors":"D. Olmos, Margarita Ramirez, J. Velasco","doi":"10.15640/jmm.v9n1a1","DOIUrl":"https://doi.org/10.15640/jmm.v9n1a1","url":null,"abstract":"","PeriodicalId":117455,"journal":{"name":"Journal of Marketing Management (JMM)","volume":"101 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"124358674","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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